Ikon changing its image

Ikon True Russian Vodka, a top-seller in the low-end of the price spectrum at $9.99 or so for the 750ml bottle, is putting on a new face.

The quadruple distilled and filtered vodka that has won plaudits in all sorts of competitions and various tastings is changing its label to the one seen here that had been used only in Canada. It is, says a company press release, "a shrink wrap label which will better enhance the premium quality of Ikon to retailers and end consumers. This package ... will be phased into the U.S. market."

Ikon was created in 1862 when merchant Vassil Vassilivitch Alexandrov was awarded an Imperial license to produce vodka for the Russian nobility.

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